earticle

영어

Online reviews not only shape consumers' perceptions of products but also directly impact their ultimate purchasing behaviors. The textual content provides detailed descriptions and personal experiences with product usage. Although previous research has suggested a non-linear relationship between text length and review helpfulness and proposed an inverted U-shaped relationship between the two, these relationships lack comprehensive empirical validation. Therefore, to delve deeper into the relationship between text length and review helpfulness and to examine the moderating effects of visual elements, this paper conducts empirical analysis using online reviews from e-commerce platforms. Through rigorous analysis, we aim to validate the inverted U-shaped relationship between text length and review helpfulness and explore the moderating effects of images and videos on this relationship. The findings of our study are expected to contribute to the existing literature on online reviews and offer insights for enhancing the review strategies of e-commerce platforms.